What’s the secret to winning a brand safety strategy in 2020?- Tempemail – Blog – 10 minute

Brand safety is not a new challenge, yet it remains top-of-mind for brands and continues to earn global attention.
Brands still experience brand safety issues today, and while industry stakeholders have called for transparency and accountability from tech vendors and ad partners, new standards for brand safety are critical to protecting our brands from association with unsafe, illegal, and inappropriate content.
EMarketer forecasts that media ad spend in the US will reach almost $259bn this year. Marketers will need to be more adept than ever in how they invest their programmatic ad dollars in 2020. Neglecting to do so could have expensive consequences. Research from the CMO Council shows that 48% of consumers would abandon brands if their ads appeared next to offensive content or fake news.
As your team formulates its brand safety strategy for next year, it helps to pause and ask what brand safety is and assess how the different degrees of brand safety can help advertisers, publishers, and platforms work together to find a sustainable solution that is not only transparent but also scalable and effective.
What is brand safety?
Brand safety is a set of strategies and measures to protect brands from appearing in unsafe environments. The ultimate goal is to ensure brand equity and consumer trust remain intact.
One of the most common techniques advertisers rely upon is a blacklist, which documents all the domains a brand ruled out as an advertising channel. Additionally, keyword blacklisting keeps a record of words to avoid that are considered off-limits.
For example, as mounting concern over the rise of fake news has urged marketers to take action, brands have worked with ad verification partners to ban their content from appearing on these untrustworthy sites or alongside content containing specific words or phrases like “racism” or “bomb.”
However, modern marketers are increasingly realizing a blacklist alone is not sufficient.
Why blacklisting falls short
Blacklisting was the technological solution of choice for a long time. While it’s useful, it can also be overly broad, as common terms can sometimes block safe and brand-appropriate content, and it is difficult to customize for the unique needs of each advertiser. This can diminish advertiser reach and waste valuable ad dollars – an advertiser’s nightmare.
The reality is environments that are 100% brand-safe just don’t exist. There is not an objective, straightforward set of “brand-safe” and “brand-unsafe” environments.
Of course, some content is unsafe for all brands, such as hate speech or terrorism. However, other content is less obvious. Brands need to decide on suitability based on their values and the consumers they hope to reach.
That’s where blacklisting misses the mark. For instance, keyword blocking for the term “knife” will likely protect advertisers from stories about crimes involving knives. Still, it will also block a large number of cooking pages or even metaphors about something that cuts like a knife. The same goes for URL string blocking. Some URLs are non-descript and can, therefore, increase brand risk or become missed opportunities.
In many ways, it comes down to figuring out the right balance between protecting the brand and scale. And blacklisting often fails to find the correct formula.
Why custom brand safety is the answer
As we discussed earlier, some content is unsafe for brands no matter what. There is a default list of sensitive categories used in the ad tech industry to track and exclude pages, which include topics like crime, military conflict, obscenity, adult content, etc.
These standard segments offer an off-the-shelf approach to brand safety but lack the nuance and subtlety brands need to maximize their reach and scale.
Instead, brands should create custom brand safety segments that take into account their specific needs. Otherwise, blanket exclusions can under-serve your campaign and unnecessarily limit where your ads are placed.
Understanding true context
Understanding the intended context of the page in real-time can help brands benefit from both safety and scale. Advances in contextual technologies maximize the impact of every dollar spent, resulting in more brand conversions and increased potential for customer acquisition.
In a world of evolving content, the only way to understand true context is to dive deep and analyze content at the page level. Crawling, reading, and categorizing each asset on every page to understand the conversation can help marketers make informed decisions about where their ads are placed and optimize their campaigns to capture consumer attention.
Cutting-edge technologies use advanced machine-learning algorithms to determine whether the content of a page is appropriate not only based on the terms on that page but the context in which they are used so there are no blind spots. They also help advertisers build models that meet their specific brand needs, not just generic categories.
Why it works for brands
Custom brand safety is a proven way to elevate your advertising strategy. Why? It takes into account a brand’s subjectivities. For instance, what is “brand-suitable” to Warby Parker may be off-limits for a company like BMW.
Just as each person is different, brands also espouse unique traits and nuances. Whether they take a no-risk approach or want more latitude as far as where they want their ads to appear, both types of brands can avoid risk while extending their reach using contextual intelligence.
And with the breadth of custom brand safety solutions available, online advertising becomes progressively safer than ever before.
Brand safety in 2020 and beyond
Misplaced and misaligned ads are a constant threat to the reputation of the world’s biggest brands. But brand safety isn’t just something that should be initiated when an unfortunate event occurs.
A robust brand safety strategy requires an always-on approach, one that avoids oversights by continually monitoring and reacting to ever-changing content and placing your messages in the most relevant places to best engage consumers.
Looking ahead to 2020 and beyond, consider how you can take a proactive approach to brand safety. Leveraging contextual intelligence partners can help you strike a balance between suitability and reach for your specific brand and help you go from cautious to confident in an evolving programmatic world.
Derek Wise is vice-president, context at Oracle Data Cloud.

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How Secret Cinema plans to crack America- Tempemail – Blog – 10 minute

The decision to take Secret Cinema into the US market follows a three-year focus on making the brand a business. It was set up in 2007 by Fabian Riggall simply as a fun way to get his friends watching the obscure movies he loved. As chief executive Max Alexander tells Tempemail, the appeal of that original idea has never been in doubt, but how to make serious cash from it has been a challenge.
In a few short years it transformed from Riggall’s small screening parties into an interactive company that puts on events bringing popular films and TV shows to life. But these shows – attracting up to 120,000 people per run – cost hundreds of thousands of pounds to produce and require Secret Cinema to quickly scale from 45 people in its Old Street head office to over 500 working around the clock to deliver the high-quality experiences attendees have come to expect. In the past, this has meant that it is breaking even on some shows rather than bringing in any profit.
“It was an amazing cultural phenomenon, but not really a business,” recalls Alexander, the former managing director at Andrew Lloyd Webber’s Really Useful Group, and before that managing director of TalkTalk TV and Blinkbox, who joined in 2017.
But that’s changed.
It’s received private equity backing from Active Partners’ $131m fund, subsequently attracting industry heavyweights like Alexander, IMG veteran Alex Ward and The Mill and Copa90 exec Damien Macaulay to help steer the company into a profitable future. The investment round has also seen the marketing approach mature to pave the way for substantial deals with the likes of Disney.
Until recently, it relied on word of mouth to promote events. Its Shawshank Redemption show in 2013, for example, saw it transport a handful of people who had no knowledge of what they would be viewing on a prison bus to an abandoned school. They were escorted by ‘prison guards’, searched, and asked to wear jumpsuits before being put in ‘cells’ before the evening’s screening was revealed.
“There was no real money spent on marketing back then, everything was invested in the quality of the show and the content was the marketing,” says Alexander.
“After the private equity round, Moulin Rouge [2017, main picture] was the first time we did any kind of marketing investment. We had a tiny budget in the tens of thousands of pounds which went on Google Search. And it was at that point that we hired our first marketing professional.”
It now has a formal marketing team of five people and a considerable budget that goes into radio, cinema, outdoor and digital.
But the biggest shift in strategy over the past 18 months has been the pivot to securing IP from production studios to put on events around TV shows and movies that are current. Among them, Stranger Things, which it created an experience around after striking a deal with Netflix at the height of its popularity.
“We’ve gone from, in the old days, doing [shows] on older titles like Blade Runner, Moulin Rouge, and Back to the Future, to things which are very live franchises like James Bond and Stranger Things. So, we’re trying to have at least one eye on how many fans a particular title brings with it,” Alexander explains.
“Back in the olden days, we might have done a show that sold 20,000 tickets. Now we sell 120,000.”
Partnerships with advertisers keen to get a slice of the action followed, with Coca-Cola, make-up brand Mac and O2 listed among its current sponsors.

Pictured: Secret Cinema’s show for Netflix’s Stranger Things.
Disney deal and US roadmap
This has paved the way for the landmark deal with Disney which will see Secret Cinema enter the US market for the first time. But as the model in the UK has matured, so too has the approach it’s planning to take with major movie studios. Instead of the “transactional” relationship of Alexander securing content IP and a show then being produced, it’s working as a pseudo ‘experiential creative agency’ for Disney, whereby it will plan events around titles that have yet to be released.
“We’ve been talking to Disney for a long while, and historically the relationship has been very positive but transactional. That made us interesting but more of a curiosity than a partner. And we’ve worked really hard with Disney over the last year to find a model where we can become more important to them,” he explains.
“We are now talking in detail with technical people at Disney and Disney Labs years before a title’s released about how to bring these worlds to life in an even more rich and creative way than we had done before.”
But that’s not to say it won’t produce shows from classic films in the Disney archive. Alexander predicts it will be a 50/50 split between “old and new”.
“We are getting new audiences to interact with them in a way that, even in a park setting, is really hard. Some people think that what we do is sort of the next generation of parks,” he adds.
In preparation for the Disney work, it is planning to open an office in Los Angeles in the immediate future with a potential New York office also in consideration.
“I anticipate America to be ludicrously challenging. Some days I wake up on the balls of my feet like a theatrical panther. And some days I wake up and find myself in the corner weeping,” Alexander jokes.
“But we’re really good at what we do. 46 shows in, we have muscle memory and have made so many mistakes that we’ve learned from that we have modest confidence in our ability to deliver.”
But he doesn’t want it to be sucked into the Disney machine. Its American ambition will only come to fruition If it can convince other movie and TV studios to license their IP. So building Secret Cinema into a recognisable consumer brand in its own right, as it has done in the UK, is a priority.
The cost of doing this in a country where “there are so many brands shouting at you” is something that Alexander admits makes him “nervous”. So he has begun the hunt for an advertising agency that can help.
“In the UK we’ve never done any brand work. We’ve built a brand through advocacy and the joy people have in the shows. So, we are going to have to invest ahead of opening in developing a brand and getting audience interest so that when we announce the titles we’re developing people will have some sense of who’s talking to them,” he says. “We’re talking to various agencies now.”
And the marketing budgets will follow. While word-of-mouth mixed with a smattering of digital and out of home advertising have given Secret Cinema credibility among British audiences, Alexander knows that stateside it will have to go bigger and that means a heavy above-the-line investment into TV is potentially on the horizon.

Pictured: Secret Cinema’s show for Blade Runner.
Maintaining brand integrity
Of course, as Alexander pushes forward with his plan for Secret Cinema’s global domination, he is mindful of maintaining the balance of making people that come to the shows feel as if they’re at something exclusive and, well, secret.
“We haven’t compromised the production values of the shows at all,” he says, highlighting that to keep the ‘in the know’ feeling it will limit the number of attendees at each show, even if the runs are longer, and up the production values to make them feel more impressive.
“I grew up in the 90s when I first started going to rave and parties they were underground. Five years later, three million people were jumping around at them at the weekend. But it was still really fun and lots of people were still going,” he adds.
“So making this change is not an impossible transition from going underground to more mainstream. But still with the same integrity in the product and with the same joy and intrigue and mystery at the heart of it.”

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How Roman Coppola and the Four Tops became the secret sauce in Heinz’s Super Bowl return- Tempemail – Blog – 10 minute

Heinz is back at the Super Bowl with an ambitious multi-screen ad telling four stories at the same time. Wieden+Kennedy creative director Laddie Peterson explains how the agency made it work thanks to a star director and the perfect soundtrack.
Creating four different ads for one 30-second spot may seem like an overly ambitious and complicated process, but if time and budget were no object, the creative team behind Heinz’s Super Bowl return would have featured 1,000 stories instead of four.
The Super Bowl brief from Heinz, which last advertised at the game in 2016, was to show how a bottle of its ketchup inspires the universal emotions of comfort and goodness.
“The brief was really generated directly from what we heard from consumers who interact with the brand every day,” says Dalia Adler, brand building lead at Heinz.
“They would tell us about all of these different situations where they’ve turned to Heinz, or when they see Heinz and get a feeling of reassurance, or where Heinz has offered them some comfort in a time of distress or uncertainty.
“We thought a lot about really the role that Heinz serves in our consumers’ and families’ lives.”
As Heinz’s newest agency partner, Wieden+Kennedy got to work on the Super Bowl ad fairly early last year. The plan was to show as many different Heinz families as possible; it settled on four highly cinematic settings to allow for playfulness with a multi-screen format.
The creative team wanted to convey a sense of unease in each scenario to heighten the feeling of reassurance when the Heinz bottle is revealed. All four scenes are set in unfamiliar places, such as an alien food market, a creepy diner and a haunted house.

Roman Coppola built miniatures of the unfamiliar lands

It was Roman Coppola that turned these sets into rich, layered environments. The filmmaker was brought on board in November and worked closely with Wiedens on the production as well as the shoot.
“There’s no way this would look as beautiful without him,” says Laddie Peterson, creative director at Wieden+Kennedy. “He really was thinking of everything, down to the nuance of what everyone is wearing in each story.
“Without us even having to worry about it, he would be checking the timing of every shot. There was just a lot of attention to detail that I just brought every story to life in such a great way.”
With such tight in-camera timings, the editing process turned out to be relatively simple. What proved more difficult was finding the perfect music.
Peterson’s team trialed every type of soundtrack against the film: stock music, composed music, the Beach Boys, Cyndi Lauper…even Coldplay. It was the part of the ad the client wanted to get exactly right, in order to build a sense of confusion before resolving into something familiar.
The chosen piece was a remix of Reach Out (I’ll Be There) by the Four Tops. It works, Peterson explains, because the reworked, spooky intro contrasts so much with the untouched chorus – a joyful tune that everyone knows.
The latter drops as a bottle of Heinz fill the screen and all the characters are comforted with the familiar sight.
“[When the song] first plays you think you might know it but you’re not sure … it’s kind of dark and alluding to something that you don’t understand,” says Peterson. “Then it starts to feel a little familiar and then, that moment where the scene changes, you feel like you’re back in the real world with the ketchup.”
The film kicks off Wieden+Kennedy’s ‘Find the Goodness’ campaign for Heinz. Adler hopes the initial Super Bowl spot will get consumers thinking about how the brand has been there for them in all times of life.
“We’re in a climate that’s so pessimistic and so increasingly uncertain,” she says. “So 2020 really felt like the perfect time to not just bring one example of a situation where Heinz adds goodness, but four of them to the Super Bowl stage.”

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P&G’s Secret Deodorant spotlights amazing women who don’t ‘sweat’ over life’s obstacles- Tempemail – Blog – 10 minute

P&G-owned Secret has placed a diverse lineup of women celebrities at the heart of its campaign for Secret Deodorant – ‘All Strength, No Sweat’ – all handpicked for their achievements in entertainment, sports, business and fitness.
Against the backdrop of a custom-made anthem sung by Grammy-nominee Jessie Reyez, the spot gives airtime to their personal stories and how the modern ladies have challenged the status quo.
In line with the brand, the women chosen for following their passions and not ‘sweating’ the obstacles in their paths are the Brazilian-American actress Camila Mendes, Olympic gold medalist Swin Cash, actress and entrepreneur Shenae Grimes-Beech and fitness mega-influencer Ainsley Rodriguez.
The intention of the ad is to show the Secret Deodorants’ commitment to driving actions in support of equal representation, equal compensation and equal opportunity for all women.
On the campaign, Sara Saunders, Associate Brand Director at Secret said: “We’re so proud to be working with such a diverse group of inspiring women, all of whom were chosen for their unwavering strength and relentless approach to getting what they want from life.”
“We hear from incredible women every day – about their concerns, their ambitions, and about their work to earn their fair share at every stage and place in life. Our hope is that by spotlighting a few of these stories, we can continue to inspire strength and unity in making a real change together.”

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Tempemail , Tempmail Temp email addressess (10 minutes emails)– When you want to create account on some forum or social media, like Facebook, Reddit, Twitter, TikTok you have to enter information about your e-mail box to get an activation link. Unfortunately, after registration, this social media sends you dozens of messages with useless information, which you are not interested in. To avoid that, visit this Temp mail generator: tempemail.co and you will have a Temp mail disposable address and end up on a bunch of spam lists. This email will expire after 10 minute so you can call this Temp mail 10 minute email. Our service is free! Let’s enjoy!

Apple hid a secret message in its latest YouTube video – gpgmail


Shortly after Apple’s iPhone 11 event yesterday, the company posted a drastically condensed “supercut” of everything they announced. Taking the two hour event and boiling it down to a little over two minutes, they still manage to cover just about everything — from new iPads, to new Watches, to new iPhones. And they tucked a little Easter egg in there, while they were at it!

Here’s the video:

First spotted by Gcarsk on the r/apple subreddit, it’s very much a blink-and-you’ll-miss-it kinda thing. Hell, you might miss it even if you don’t blink, as it’s only on screen for a few tenths of a second. I had to rapid-fire hammer the space bar to pause the video long enough to grab the screenshot below. The frames flash on screen riiiight after the narrator says “the best-selling PC” at around the 1:23 mark.

The frames jab at the classic Blue Screen of Death that you might see when something goes real wrong on a Windows computer, announcing that “Error 09102019” (a nod to the event’s September 10th, 2019 date) has occurred:

See all the numbers at the bottom? If you recognize that as binary, you probably see where this is going. A hidden message within the hidden message!

Pop those into a binary-to-ascii converter, and a new bit of text is revealed. Don’t feel like typing out all those ones and zeroes? Here’s the full text of the message:

Error 09102019

This is just a thought. But it might be nice to have some sort of easter egg message in here for the hard core Apple fans that will stop the video.

01010011 01101111 00100000 01111001 01101111 01110101 00100000 01110100 01101111 01101111 01101011 00100000 01110100 01101000 01100101 00100000 01110100 01101001 01101101 01100101 00100000 01110100 01101111 00100000 01110100 01110010 01100001 01101110 01110011 01101100 01100001 01110100 01100101 00100000 01110100 01101000 01101001 01110011 00111111 00100000

01010111 01100101 00100000 01101100 01101111 01110110 01100101 00100000 01111001 01101111 01110101 00101110″

And — spoiler alert — the translated/decrypted text:

“So you took the time to translate this? We love you.”


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Peloton’s 29 secret weapons – gpgmail


Hello and welcome back to Startups Weekly, a weekend newsletter that dives into the week’s noteworthy startups and venture capital news. Before I jump into today’s topic, let’s catch up a bit. Last week, I wrote about a new e-commerce startup, Pietra. Before that, I wrote about the flurry of IPO filings.

Remember, you can send me tips, suggestions and feedback to kate.clark@Gpgmail.com or on Twitter @KateClarkTweets. If you don’t subscribe to Startups Weekly yet, you can do that here.

What’s new?

Peloton revealed its S-1 this week, taking a big step toward an IPO expected later this year. The filing was packed with interesting tidbits, including that the company, which manufacturers internet-connected stationary bikes and sells an affiliated subscription to its growing library of on-demand fitness content, is raking in more than $900 million in annual revenue. Sure, it’s not profitable, and it’s losing an increasing amount of money to sales and marketing efforts, but for a company that many people wrote off from the very beginning, it’s an impressive feat.

Despite being a hardware, media, interactive software, product design, social connection, apparel and logistics company, according to its S-1, the future of Peloton relies on its talent. Not the employees developing the bikes and software but the 29 instructors teaching its digital fitness courses. Ally Love, Alex Toussaint and the 27 other teachers have developed cult followings, fans who will happily pay Peloton’s steep $39 per month content subscription to get their daily dose of Ben or Christine.

“To create Peloton, we needed to build what we believed to be the best indoor bike on the market, recruit the best instructors in the world, and engineer a state-of-the-art software platform to tie it all together,” founder and CEO John Foley writes in the IPO prospectus. “Against prevailing conventional wisdom, and despite countless investor conference rooms full of very smart skeptics, we were determined for Peloton to build a vertically integrated platform to deliver a seamless end-to-end experience as physically rewarding and addictive as attending a live, in-studio class.”

Peloton succeeded in poaching the best of the best. The question is, can they keep them? Will competition in the fast-growing fitness technology sector swoop in and scoop Peloton’s stars?

In other news

Last week I published a long feature on the state of seed investing in the Bay Area. The TL;DR? Mega-funds are increasingly battling seed-stage investors for access to the hottest companies. As a result, seed investors are getting a little more creative about how they source deals. It’s a dog-eat-dog world out there, and everyone wants a stake in The Next Big Thing. Read the story here.

Rounds of the week

Time to Disrupt

Don’t miss out on our flagship Disrupt, which takes place October 2-4. It’s the quintessential tech conference for anyone focused on early-stage startups. Join more than 10,000 attendees — including over 1,200 exhibiting startups — for three jam-packed days of programming. We’re talking four different stages with interactive workshops, Q&A sessions and interviews with some of the industry’s top tech titans, founders, investors, movers and shakers. Check out our list of speakers and the Disrupt agenda. I will be there interviewing a bunch of tech leaders, including Bastian Lehmann and Charles Hudson. Buy tickets here.

Listen

This week on Equity, gpgmail’s venture capital-focused podcast, we had Floodgate’s Iris Choi on to discuss Peloton’s upcoming IPO. You can listen to it here. Equity drops every Friday at 6:00 am PT, so subscribe to us on Apple Podcasts, Overcast and Spotify.

Learn

We published a number of new deep dives on Extra Crunch, our paid subscription product, this week. Here’s a quick look at the top stories:




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Pepipost – your secret email superhero!


An email delivery tool that is the best-kept secret

That secret is kept a little too much, in our opinion, and MailBakery’s coding works brilliantly with this tool, so we thought a shout-out is worthwhile to share!

Pepipost is an email delivery service that works with either API or SMTP. Pepipost can send triggered emails to a list of subscribers or transactional emails, which are event-based or behavior-based (confirmations, receipts, invoices). They can also handle auto-responding to inquiries for lead nurturing in longer sales cycles.

Pepipost is made by developers for developers, and always in a state of growth. One of their latest integrations is artificial intelligence to ensure inbox delivery. Pepipost has (and evangelizes) a philosophy of keeping the email ecosystem clean. They do this by encouraging good sender practices.

Artificial Intelligence (AI) optimizing delivery efficiency

As a large email distributor, efficiency is what keeps your emails sending and arriving without any hiccups or delays. To ensure our efficiency as our data continues to grow, we introduced Pipe: a multi-objective resource allocation system. Pipe observes minute shifts of email delivery and adjusts the delivery throughput based on what it learns.

  • Delivery optimization (DO): DO breaks down your marketing campaign into several sub-campaigns internally, then structures and delivers them to maximize inbox delivery.
  • Dynamic WARM-UP system: This helps to build the reputation of new emailers. Pipe looks and learns from the parameters of prior emails, analyzing the number of emails delivered, bounce rate, open rate, click rate, and complaints. Pipe uses what it learns and arrives at the number of emails to send as your reputation builds.
  • KILL SPAMMER:  With the thousands of daily signups coming through Pepipost, a significant number of those signups are spammers, which can hurt the reputation of the sender community. KILL SPAMMER can identify good senders from bad ones and take action automatically.

Tips to being a good steward

Your emailing practices should not be a “send it and forget it” activity. Anything worth doing is worth putting some vigor into it!  Not only that, you have an online reputation to live up to. If too many of your emails find their way to spam folders, then many more will follow automatically. If your email never reaches the recipient, then all of your blood, sweat, and tears spent disappears in vain.

Contact management

Keep your contact list up to date by way of accuracy and activity. First of all, keep your contact list tidy by removing any bounced email addresses promptly to avoid repeating (and more charges).

Make sure your contact list contains recipients that want to be there. I’m talking about contacts that gave their email with a genuine interest in receiving future communications. Forcing them to provide an email or using an email address for anything other than the original intention only leads to eventual unsubscribing or worse yet, spam reports. Raise your hand if you ever begrudgingly gave your email address to get through a form, only to unsubscribe shortly after that because you were bombarded with emails. I thought so!

Another tip when people sign up for your email list is to set up your system to send a confirmation. This gives the recipient a chance to unsubscribe right away and decreases the chances of your email getting into spam folders.

Avoid the temptation to purchase email lists. Outdated emails are an easy prediction. You could spend hundreds or thousands of dollars on a list filled with bogus email addresses, spam traps, and typos. Expect a very high bounce rate from these lists. You will soon learn the ROI isn’t worth it.

Validate emails as they are received. Email validation verifies if an email is deliverable and valid. A couple of free tools worth mentioning that validate email addresses are ValidateEmailAddress and  EmailValidator . Look around, though. These aren’t the only ones out there.

Pay attention to reporting. If a recipient is repeatedly ignoring your emails and not bothering to open them, resist the urge to hold onto that valid email and remove them from the list. This will avoid any additional charges. Decide if that cutoff will be 3 emails, or 5 or 10. Develop a schedule to keep your contact list tidy.

Segment your contacts to make sure your emails speak directly to their interests. Imagine sending gardening emails to recipients that are most interested in NASCAR racing. I know it’s an extreme contrast, but you get the idea! Tailoring emails to these segmented recipients significantly increases the chances of them opening the email and reading the content. Some common examples of useful segmentation might be active customers, sales funnel, geographical area, business type, or common interests.

Getting the emails opened

Now that we have ensured that the emails are going to a valid inbox, how do we get them opened?

What’s that perfect time for your audience to receive an email? Run a couple of test emails to gauge the level of interaction when you send emails at different days and different times. For example, when it comes to business to business (B2B) emails, having a marketing email in their inbox first thing in the morning is likely to be ignored. Fridays are often the kick start of a three-day weekend, so emails arriving on Friday afternoon may wait until the next Tuesday. Also, consider the typical break schedule or time between meetings. Do you want to catch your readers at the perfect pause? If your emails are going to personal inboxes, when are they ready to sit down and explore your content?

Personalize messages to get your readers’ attention. If they provided their name already, take advantage of it, for it does get their attention. It may take a little longer, but a conversion at the end makes it all worthwhile.

Subject lines are the first chance to catch their attention. Make it fabulous, so they want to open and read more. With the use of cell phones, consider the reduced space that your readers will see. You have about 15-25 characters (that’s only 4-6 words) to catch their attention.

Don’t be too salesy. In fact, hide the sales pitch down below unless it’s a promotion they can’t refuse. Instead of turning your email into a straight-up ad, provide some useful content to enrich their lives or even their experience with your company or product.

Because Pepipost is focused strictly on mail delivery, the coding behind building and formatting of emails is where we come in. MailBakery builds the code for templates and skins to create a customized professional impression to your customers. Our code integrates beautifully with companies like Pepipost and many others. From our Template store to a piece custom-designed for your brand, we guarantee you will love it! Tell us what you are thinking and get a quick quote today.